Scotts & Co to trial web brands


Scotts & Co has set a goal of achieving 50 per cent of turnover
via its websites by 2011. To meet that goal, the parent company
of Scotts of Stow, Cucina Direct and Ancestral Collections, among
other titles will be using its new eCommerce platform to test
potential brands as well as run its existing nine websites.

Scotts implemented an eCommerce platform built on Salmon’s SAFE
platform and IBM’s WebSphere Commerce technology. The first site
to go live, in April, was Scotts of Stow. The phased approach
will see The Original Gift Company, Presents Direct, Stow Grange
and Renwood relaunch in the next month or so.

Wendy Derbyshire, Scotts’s director of e-business and IT, said
that having complete control of the eCommerce system means a
faster route to market and the ability to test brands quickly and
cost-effectively. Previously the company had four platforms for
its sites supported by four providers. Scotts now has complete
autonomy over its web content.

 

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